It’s the X vs the Y. Traditional vs Digital, Cultural vs Changes, Slow vs Fast and so on. The 70s vs the 80s. We spent the last 5 years educating gen X to live in Gen Y era. But we sometimes forgetting that the Gen Y era is closing and moving to a new era. The Gen Z era.
A short reminder of who they are.
X is the generation of people who was born 1966-1976 (the 70s). These
people are the masters of rule and offline services, consuming
traditional Medias and the innovations of them, obey the social
community rules and live with less drama. For them Black is black, white
is white without any grey color to see. They live their productive life
And then came the Gen Y, the generation of people
who was born in 1977-1994. My generation. They are the people who felt
the changes from traditional to Digital. The generation that found new
way to study, to work, to communicate and to live easier. It’s the
creative gen with added value of the previous gen X. They are now living
in their productive life of 22-33 y.o.
It’s 2015. And we know
that there is a new gen evolving. The Gen Z, the guys who were born in
1995-now. Who are now, in the gate of changing great things in 2015.
They live in the time that everything is fully automated. Technology is
peaking with the offer of high convenience.
Gen Y innovates, Gen Z consumes, Gen X balances it.
year is 2015, It’s been a while that Indonesia is this exciting. The
2014 dramatic presidential campaign, that separated friends and family,
triggered sceptics to be more involve and did more than just “tweeted”.
Gen Y fought digitally while the younger gen watched and learned.
is the biggest social media country! We know. But now, It’s also having
the starting point of digital years. Everything is online! News, Public
service, Shopping even to ride an Ojek (motorcycle taxi). People now
are carrying less money because of mobile wallet such as CIMB’s Rekening
Ponsel and BBM Money with the service of ATM card less withdrawing cash
and even payment on offline and online shop.
This is the time of
Indonesia’s Digital Innovation. We can say, gen Y is innovating the
technology, the Gen Z consumes since they were already born in Digital
Era and the Gen X will keep challenging the innovations with their
stand-up social values. This is the perfect company, you have Gen Y as
the company, Gen X as the commissioners and the right Gen Z target.
The Indonesian Gen Z consumers.
are living the era of fully convenience services. Everything is
automated and we are given with million choices. Brand loyalty is more
expensive than before and Gen Z, as the biggest consumers, know of their
choices. These guys are the most open minded generation. The perfect
consumers for innovation products.
But, is it that perfect? We are
facing the generation with high individualism. A full digital
generation that starts in young age with a possibility of being too
spoiled. Elementary school students with ipads and iphone, give a new
challenge to parents. First jobbers are not patient in purchasing their
career. Or even worse, they just digitally presence than physically
there. Even so, we can agree that the gen Y is a fully automated gen and
they still need other gen to balance them.
A brand and insights enthusiast